--- title: "Dex vs Lofty (Chime): CRM for Managing Your Real Estate Network " description: "Lofty is an all-in-one real estate platform with pricing on request, built to automate lead generation and follow-up. Dex is $12 a month and built for the people you already know. For an agent, the split is whether your past clients get an automated plan or a note from you." canonical: https://getdex.com/blog/dex-vs-lofty/ updated: 2026-09-30T16:00:00.000Z source: https://getdex.com/llms.txt --- # Dex vs Lofty (Chime): CRM for Managing Your Real Estate Network _By Kevin Sun_ **Tags:** CRM, Product Reviews, Personal CRM Lofty (the company that used to be called Chime) wants to be the only piece of software a real estate agent opens all day. It builds your IDX website, runs your ads, scores your leads, sends the follow-up, and now hands a lot of that work to AI agents. For a team buying leads, that's a strong pitch. [Dex](https://getdex.com/) does one of the jobs Lofty does, and does it differently. [Lofty](https://lofty.com/) automates your database: Smart Plans and AI agents send the messages so you don't have to. Dex keeps track of your people and tells you who's due, so the message that goes out still sounds like you. Both belong in the sphere of CRMs, but one is built to run your marketing and the other is built to keep your relationships. This comparison is for agents deciding where their past clients, sphere, and referral partners should live, and whether they need an all-in-one platform to do it. ## Fast facts - [Lofty](https://lofty.com/) is an all-in-one real estate platform: CRM, IDX website, lead generation, marketing automation, transaction management, and AI assistants. It's sold as Lofty Agent, Team, Broker, and Enterprise plans. - Lofty doesn't publish prices. Every plan on its pricing page says "Request Pricing." Third-party sources report entry pricing around $449 a month plus a setup fee. - [Dex](https://getdex.com/pricing/) is a personal CRM at $12/month for Premium and $20/month for Professional on annual billing, with a 7-day free trial you can start yourself. - Lofty's Smart Plans and Homeowner Agent automate outreach to your database. Dex tells you who's due and gives you the context to write the note yourself. - If you already run Lofty for leads, Dex can sit beside it and own the relationship once a deal closes. ## Dex and Lofty for real estate agents ### [Lofty](https://lofty.com/) - pricing on request _Lofty's homepage. Photo taken from: lofty.com_ Lofty's homepage headline is "Put your Business Growth on Auto-Pilot with Agentic AI," and the product follows through on that. It covers the whole front of the funnel: an IDX website, lead generation through ads, lead scoring, a Power Dialer, and Smart Plans, which Lofty describes as multi-step workflows that nurture every lead across email, text, calls, and direct mail. On top of that sit its AI assistants. The Sales Agent works as a virtual ISA that responds to leads around the clock. The Homeowner Agent is pitched at exactly the audience this post is about: Lofty says it turns "your database into an always-on seller pipeline," with no manual outreach. There's also a Social Agent for marketing and a Cowork agent that handles tasks across the lead lifecycle. ![lofty-smart-plans](https://images.ctfassets.net/u17em9tc1vdb/1GMrXDfAuOYbneqrdRqJkA/2113ffb28beaf820a178debc23fe45bc/lofty-smart-plans.jpg) _Lofty's Smart Plans page. Photo taken from: lofty.com/feature/smart-plans_ Smart Plans include ready-made templates for new lead nurture, open house follow-up, expired listings, and past client anniversary outreach. They can pause themselves the moment a lead replies, and Lofty's AI can build a plan from a plain-language description. ### [Dex](https://getdex.com/) - $12 per month, paid annually ![dexv5](https://images.ctfassets.net/u17em9tc1vdb/9riwcqpcb8lciyGL2F11N/f7e2924eba9e9d72b0e444c6483b3a55/CleanShot_2026-07-14_at_03.07.42_2x.png) _Dex's landing page. Photo taken from: getdex.com_ Dex is a personal CRM. It pulls contacts and conversations from Gmail, Outlook, Google Calendar, LinkedIn, WhatsApp, iMessage, and more (see: [integrations](https://getdex.com/integrations/)), merges them into one timeline per person, then puts a keep-in-touch cadence on the people who matter. For an agent, that means past clients on a 90-day cadence, top referral partners on 30, and the wider sphere twice a year. You set the rhythm once on a drag-and-drop board and Dex tells you who's due. Reminders can repeat every year, so every closing anniversary comes back on its own. The newer features cover most of an agent's week. At an open house, the rebuilt card scanner turns a business card into a contact almost instantly. After a showing, you can dictate a voice note in the car, and one-click AI Cleanup turns it into a proper note before you forget what the buyer said about the kitchen. When someone new turns up on LinkedIn or Instagram, you can share their profile straight into Dex instead of copying details across. When you take a listing, filter the map view by group to see only your farm or your past clients nearby before the just-listed note goes out. On Professional, mail merge now supports custom-field variables, so a single send can drop each client's close date or address into their house-iversary email. On a slow afternoon, Dex Shuffle (the dice icon) picks someone worth reaching out to and drafts a few short messages you can edit. ## Dex vs Lofty: key differences and best use cases Both tools can remind you about a closing anniversary. The difference is who writes the message. In Lofty, the default is an automated plan or an AI agent. In Dex, it's you, with the last real conversation on the screen. | | **Lofty** | **Dex** | | --- | --- | --- | | Built around | The lead and the marketing funnel | The person | | Pricing | On request, reported around $449/mo to start | $12/mo annual (Premium) | | How you start | Request a demo | 7-day free trial, self-serve | | IDX website and ads | Yes | No | | Lead scoring and routing | Yes | No | | Automated drips (email, text, mail) | Yes, Smart Plans | No | | AI that messages contacts for you | Yes, Sales Agent and Homeowner Agent | No, Dex drafts and you send | | Built-in dialer | Yes, Power Dialer | No | | Transaction management | Yes | No | | Keep-in-touch cadence per contact | Via Smart Plans | Yes, core feature | | LinkedIn sync and job change alerts | Not listed | Yes, up to 2,500 connections on Premium | | WhatsApp and iMessage sync | Not listed | Yes | | Contacts on a map, filtered by group | Not listed | Yes | **Lofty is a better fit if you:** - Want one platform for your website, ads, CRM, and transactions - Buy leads and need them scored, routed, and worked fast - Run a team or brokerage and want automation across every agent - Are comfortable letting automated plans and AI agents handle most outreach **Dex is a better fit if you:** - Get most of your business from past clients and referrals - Want your follow-up to sound like you, not like a drip - Talk to clients over WhatsApp, iMessage, and LinkedIn as much as email - Want to try the tool today without a sales call ### Which offers more value? This one comes down to how much of Lofty you'd actually use. _Lofty's pricing page. Every plan says "Request Pricing." Photo taken from: lofty.com_ Lofty doesn't list prices, so the only way to get a number is a sales call. Luxury Presence, which sells a competing platform, reported in May 2026 that Lofty's entry pricing runs around $449 a month, with setup fees reported from $299 to $1,499 ([Luxury Presence](https://www.luxurypresence.com/blogs/lofty-pricing/)). Lofty's own FAQ says the setup fee and contract deposit are waived if you pay for the year up front. Dex Premium is $12 a month on annual billing, or $144 a year. Professional, which adds mail merge and Outlook, is $20 a month. If you'll use the website, the ads, the dialer, and the automation, Lofty replaces several tools and the price reflects that. If what you need is a way to stay in touch with 200 past clients, most of that bill pays for features you won't open. ### Choosing between Dex and Lofty Choose Lofty if you want software to generate and work leads for you, from the first website visit to the closing checklist. Choose Dex if your problem is that clients you served well three years ago have stopped hearing from you. That second problem is bigger than it looks. In NAR's 2026 Member Profile, the typical Realtor earned 28% of their 2025 business from repeat clients and another 22% from referrals by past clients ([NAR](https://www.nar.realtor/news/economists-outlook/the-feature-sheet-2026-member-profile)). Half the book traces back to past clients. Lofty's answer is to automate them. Dex's answer is to make sure you personally don't lose track of them. --- ## How Dex and Lofty handle an agent's week ### After a new lead comes in **Lofty** 1. The lead arrives from your Lofty website, an ad, or a portal. 2. Lofty scores it and routes it to an agent. 3. A Smart Plan starts the follow-up, or the AI Sales Agent replies. 4. The agent calls from the Power Dialer when the lead is ready. **Dex** Nothing happens here. Dex doesn't catch leads, and this step belongs in your lead platform. ### After closing **Lofty** - The client can be enrolled in a past-client or anniversary Smart Plan - The Homeowner Agent works the database for signs someone is ready to sell **Dex** - Add the client to a Past Clients group on a 90-day cadence - Save the close date in a custom field and set a yearly reminder for the house-iversary - Write a note about what they cared about: the yard, the school district, the dog's name ### Checking in with a past client **Lofty** - An automated plan or AI agent can send the check-in for you - Conversations on WhatsApp, iMessage, or LinkedIn aren't listed among its integrations **Dex** - Shows email, calendar, LinkedIn, WhatsApp, and iMessage history in one timeline - A synced message resets the keep-in-touch clock, so you don't log touches by hand - Dex Shuffle drafts a few short messages, and you pick and edit one before it goes out ![kanbanboard](https://images.ctfassets.net/u17em9tc1vdb/2zv6xORcpqAadYEjTjmZoH/13361f15f45e6f9c852f56372cfc4ce0/CleanShot_2026-08-26_at_22.00.44.png) _Dex's Keep-In-Touch Kanban Board_ ### Working your farm **Lofty** - Branding ads keep your name in front of people as part of Lofty's lead generation products - Postcards and letters can go out as steps in a Smart Plan **Dex** - Map view, filtered by group, shows which past clients and farm contacts live near a new listing - Notes and tags hold what you learned at open houses so the follow-up is specific ![map view](https://images.ctfassets.net/u17em9tc1vdb/78Z7s2XpfZllddfQ2136GC/b5a289559628a314e403972c4d5be917/mapview2026.png) _Dex's Map View_ --- ## Automated or personal? Feature grids don't show this split. Lofty's bet is that agents don't have time for follow-up, so software should do it. For new leads, that's often right. Speed matters, and a stranger who filled in a form at 11 p.m. doesn't expect a handwritten note. Past clients are different. They already know you. A message that reads like a template tells them they're on a list. A note that asks about the new fence tells them you remember. Our [guide on following up with past clients](https://getdex.com/blog/how-to-follow-up-with-past-clients/) goes into what those messages look like, and our [real estate networking guide](https://getdex.com/guides/real-estate-networking) lays out a 20-minute weekly routine for sending them. ## Where Lofty is the better buy If you want one platform for your website, ads, CRM, and transactions, buy Lofty. Dex doesn't build websites, run ads, or manage transactions, and it isn't trying to. If you run a team or brokerage, Lofty's lead routing, reporting, and team plans are built for that. Dex is a tool for one person's network. If you buy leads and want AI working them overnight, Lofty's Sales Agent does that. Dex doesn't message anyone on your behalf. ## Who this isn't for - If you only need lead routing and calling without the website and ads, read our comparison of Dex and a lead-focused CRM instead. {{PLACEHOLDER: link to Dex vs Follow Up Boss once published}} - If you're a real estate investor tracking brokers, lenders, and sellers, read our [Dex vs Affinity comparison](https://getdex.com/blog/dex-vs-affinity-crm-real-estate-investors/). - If your brokerage requires every contact to live in the company platform, a second system just creates a second copy to go stale. - If you're a newer agent with a few dozen contacts you know by first name, your phone's contacts app is fine for now. ## Choosing a CRM as a real estate agent Lofty is a full real estate platform with pricing on request, and it's the right choice for agents and teams who want their website, ads, lead follow-up, and transactions in one place. Dex is $12 a month and handles one job well: keeping every past client, partner, and friend on a cadence, with the context you need to write to them yourself. You don't have to pick one. You can let a platform like Lofty handle new leads and use Dex to own the person once the deal closes. The rule that makes it work: closing hands the contact over, so the same client doesn't sit in two systems with two stale copies. Sellers in NAR's 2025 Profile had owned their homes for a median of 11 years before selling ([NAR](https://www.nar.realtor/news/economists-outlook/top-10-takeaways-from-nars-2025-profile-of-home-buyers-and-sellers)). Staying in touch for that long takes a system built for it. [**Start your free 7-day Dex trial.**](https://getdex.com/pricing/) --- ## Frequently asked questions #### How much does Lofty cost? Lofty doesn't publish prices, and every plan on its pricing page says "Request Pricing." Third-party sources report entry pricing around $449 a month, with setup fees between $299 and $1,499. Lofty's FAQ says annual plans waive the setup fee and contract deposit. Confirm current pricing with Lofty's sales team. #### Is Lofty the same as Chime? Yes. Chime Technologies rebranded as Lofty in November 2023 ([Lofty](https://lofty.com/news/chime-is-now-lofty)), and the platform carries on under the new name. #### Is Lofty a personal CRM? No. Lofty is an all-in-one real estate platform built around lead generation, lead conversion, and marketing automation. A personal CRM like Dex is built around people and how long it's been since you talked, with keep-in-touch cadences and dated reminders. #### Can I use Dex alongside Lofty? Yes. Lofty can handle new leads, your website, and active deals, while Dex holds past clients, your sphere, and referral partners after closing. Decide that closing hands the contact over so you don't end up with two copies. #### What is the best Lofty alternative for past clients? For agents whose business comes mostly from repeat clients and referrals, Dex covers the part that matters after closing: a keep-in-touch cadence per person, yearly reminders for closing anniversaries, and conversation history from email, LinkedIn, WhatsApp, and iMessage. It costs $12 a month on annual billing and starts with a 7-day free trial. #### How often should real estate agents contact past clients? A personal touch every quarter plus the closing anniversary and birthday works for most agents. Our guide on [how to follow up with past clients](https://getdex.com/blog/how-to-follow-up-with-past-clients/) has a year-one schedule and templates. --- **Related reading:** [The Real Estate Agent's Guide to Sphere, Past Clients & Referral Partners](https://getdex.com/guides/real-estate-networking) · [Real estate sphere of influence](https://getdex.com/blog/real-estate-sphere-of-influence/) · [Referral partners for real estate agents](https://getdex.com/blog/referral-partners-for-real-estate-agents/) · [Dex vs Cloze](https://getdex.com/blog/dex-vs-cloze/)